Ken Price CEO and co-founder of online menswear shirt label Blake Mill examines the impact AI is having on fashion print design and how it is reshaping the industry overall.
In recent years, the fashion world has witnessed a remarkable transformation with the integration of artificial intelligence (AI) into various aspects of the industry [such as the use of bots to answer customer queries and size guides on transactional websites]. One such domain where AI is making significant strides is fashion print design. This exciting synergy between art and technology is revolutionising the way designers create patterns and prints, offering new possibilities and efficiency.
But what impact is AI having on fashion print design and how it is reshaping the industry?
Fashion print design has traditionally been a labour-intensive process, involving countless hours of sketching, colouring and refining patterns and prints. Artistic designers including those who we engage with at Blake Mill take inspiration from various sources, such as nature, architecture, or even science, and then meticulously translate these ideas onto fabric. One designer has used detailed drawings of historical buildings which we have incorporated into a collection while another creates vividly coloured abstract works which our bold shirt customers love. While this process allows for unparalleled creativity, it can also be time-consuming and resource intensive. This is where AI can step in to streamline and enhance the design process.
Using the tech in fashion print design does not aim to replace human creativity but rather to enhance and complement it. Machine learning algorithms are trained on vast datasets of images, colours and patterns, enabling them to generate unique and innovative designs. It is the searching, analysing and interpreting capabilities of the algorithms at lightning speed that makes AI so powerful. These algorithms can identify trends, analyse customer preferences and even predict future fashion trends, providing valuable insights to designers.
AI-driven design tools can significantly reduce the time it takes to develop and iterate on prints. Designers can experiment with various colour combinations, shapes and styles in a fraction of the time it would take using traditional methods. This increased efficiency not only accelerates the design process but also reduces the environmental footprint of the fashion industry.
Blake Mill’s Price says that AI-driven design tools can significantly reduce the time it takes to develop and prints
Blake Mill works with three AI design tools: Midjourney (similar to DALL-E in ChatGPT which is designed to generate images from text description known as prompts) creates original imagery based on input from the user; Topaz Photo AI increases resolution and enhances images from artists or other AI tools; Vectorizer converts images into a format that increases editability and scalability.
Furthermore, AI can help identify ways to optimise material usage in fashion print design, reducing waste and promoting sustainability. By analysing historical data and production processes, AI can suggest improvements in the printing process to minimise ink and material waste, making fashion design more environmentally responsible. As a simple example, AI may suggest re-orienting the print onto fabric so that the shirt (in our case) can be cut more efficiently.
AI doesn’t work in isolation; it thrives when it collaborates with human designers. AI can assist by suggesting ideas, generating initial concepts, or offering alternative design options. Designers can then use these AI-generated suggestions as a starting point for their own creative processes. At Blake Mill, for example, we regularly email short surveys to our customers for preferences around colour and style. This information is incorporated into our human generated designs and often (although not always) incorporated into AI to generate a range of options for consideration.
The fusion of human creativity and AI’s data-driven insights often results in designs that are both innovative and marketable [to customers].
While AI offers remarkable advantages in fashion print design, it also raises some ethical concerns. There is the risk of over-reliance on AI, which may lead to a homogenisation of design and a loss of the human touch. Fashion brands must strike a balance between embracing AI’s capabilities and maintaining their unique design identity.
Another challenge is ensuring that AI is used responsibly and ethically, particularly when it comes to data privacy and fair labour practices. AI scours and uses all available information sources it can find when enhancing, in Blake Mill’s case, original designs from artists we work with. While their contributions are fully paid for and licensed, we have to make sure that the AI’s output does not “steal” work from other creators. For example, AI could produce a rendering that includes another brand’s logo. Designers, brands and consumers need to be vigilant in ensuring that AI in fashion is implemented in a way that respects these ethical principles.
AI is rapidly transforming the fashion industry, and fashion print design is no exception. With the ability to enhance creativity, improve efficiency and promote sustainability, AI is becoming an invaluable tool for fashion designers. It offers a new way to infuse fresh ideas and innovative patterns into the world of fashion. As this fusion of art and technology continues to evolve, it will be fascinating to see the designs that emerge and the positive impact they have on the fashion industry and the planet as a whole.
